Building the future of the meetings industry: 40 editions of the CityDNA Summer School
As the meetings industry gathers at IMEX Frankfurt, much of the conversation will focus on growth, innovation and performance. Beneath these priorities, however, sits a more fundamental question: who will deliver on them?
For nearly four decades, the CityDNA Summer School has been quietly addressing this challenge. Now approaching its 40th edition, the program has evolved into more than a training initiative; it has become a long-term investment in the industry’s ability to adapt.
Since its launch in 1987, more than 2,200 professionals have taken part, many of whom now hold senior roles across destinations and organizations. Yet the Summer School’s value isn’t measured in numbers alone. Its real impact lies in how it prepares participants to navigate an increasingly complex environment—one where destinations, venues, associations and service providers must align around shared goals.
Under the leadership of Dennis Speet, the program reflects this reality. Learning is not confined to theory, but built around real-world scenarios, peer exchange and practical challenges. At its core, the Summer School recognizes that the meetings industry is inherently collaborative. Success depends on understanding different stakeholders and building trusted relationships. Participants do not simply learn how the industry works; they experience it in practice.
This emphasis on experience is reinforced by a distinctive model: faculty members contribute on a voluntary basis, sharing expertise and mentoring the next generation. In doing so, the program mirrors how knowledge circulates across the sector—through people, relationships and trust.
For many participants, the impact extends well beyond the week itself. Alumni often describe the Summer School as a turning point, providing both the confidence and the network needed to build a career across the industry. These connections frequently endure, shaping collaboration across cities and organizations over time.
This long-term perspective is becoming increasingly important. As destinations face growing pressures—from sustainability and social impact to technological change—the skills required are shifting. The industry is moving beyond knowledge acquisition toward capability building: the ability to apply, adapt and respond in complex environments.
The 40th edition, taking place in Dijon on August 24 to 28, 2026, reflects this evolution. Beyond the program, the choice of destination reinforces a broader shift within the sector, from commitments to measurable action, particularly in areas such as sustainability.
During IMEX Frankfurt, this milestone will also be marked through a dedicated gathering, offering the community an opportunity to reconnect and reflect on the program’s long-term impact.
At a time when the meetings industry continues to invest in infrastructure, technology and promotion, the CityDNA Summer School highlights a different priority: people. Its enduring relevance suggests that the industry’s ability to evolve will depend not only on what it builds, but on how effectively it develops and connects those who will drive it forward.
Booth A130
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